Consumer Behaviour - Client Typology
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Questions and Answers

What primarily drives the influence of celebrities in marketing?

  • Their social status and perceived lifestyle (correct)
  • Their ability to create new trends
  • Their advertising contracts
  • Their extensive knowledge of the marketed products

Why do sports marketing strategies often utilize different celebrities in different regions?

  • Product pricing is influenced by celebrity presence
  • Local celebrities have less appeal than international ones
  • Celebrity endorsements are ineffective in certain regions
  • Sports habits vary significantly across different populations (correct)

What characterizes dissociation groups in marketing contexts?

  • Groups people explicitly do not want to associate with (correct)
  • Groups people feel indifferent about
  • Groups people would like to emulate
  • Groups people aspire to join

What is one common method through which celebrities contribute to marketing?

<p>By providing testimonials regarding product quality (D)</p> Signup and view all the answers

What percentage of North American ads typically involve a celebrity according to the content?

<p>25% (A)</p> Signup and view all the answers

In what way do children uniquely relate to aspiration groups in terms of product consumption?

<p>They are especially affected by the desire to belong through products. (D)</p> Signup and view all the answers

What is a notable tactic used by multinational sportswear companies?

<p>Utilizing ambassadors from key regions to promote products (A)</p> Signup and view all the answers

How do marketing campaigns generally utilize the concept of belonging in relation to aspiration groups?

<p>To create a sense of community around shared identities (D)</p> Signup and view all the answers

What influence do reference groups have on individual consumers?

<p>They encourage conformity to enhance social acceptance among members. (D)</p> Signup and view all the answers

What is a key factor in understanding consumer behavior in a 4.0 marketing environment?

<p>The identification and attribution of characteristics of diverse customer types. (C)</p> Signup and view all the answers

How do individuals typically modify their behavior to gain acceptance in a group?

<p>By adapting their consumer behaviors to align with group expectations. (B)</p> Signup and view all the answers

What is the primary social meaning of consumption within a group context?

<p>Consumption displays group membership and influences social status. (C)</p> Signup and view all the answers

Which typology is primarily concerned with consumer behavior in social contexts?

<p>Client typology linked to group behaviors and influences. (D)</p> Signup and view all the answers

What role do aspiration groups play in consumer behavior?

<p>They motivate consumers to conform to desired group standards. (B)</p> Signup and view all the answers

What is one effect of social purchasing in consumer behavior?

<p>It integrates group preferences into individual choices. (A)</p> Signup and view all the answers

How does class and social status affect consumer behavior?

<p>They can determine the display of consumption and group belonging. (C)</p> Signup and view all the answers

What is the primary goal of an individual trying to avoid association with a dissociation group?

<p>To prevent social rejection (C)</p> Signup and view all the answers

How can advertising use dissociation groups to influence consumer behavior?

<p>By mocking rivals who do not use the advertised product (C)</p> Signup and view all the answers

Which of the following is NOT typically a function of negative reference groups in advertising?

<p>Encouraging the use of harmful substances (A)</p> Signup and view all the answers

In what context have reverse marketing campaigns been most commonly seen?

<p>Promoting high-performance sports without doping (B)</p> Signup and view all the answers

Which aspect is crucial for differentiating consumer groups in marketing?

<p>Social status (C)</p> Signup and view all the answers

What strategy is commonly applied by regulatory bodies to combat sports doping?

<p>Showcase the negative consequences of doping (B)</p> Signup and view all the answers

What alters a consumer's behavior according to their social group and status?

<p>Social norms and group identity (D)</p> Signup and view all the answers

What is often a result of marketing strategies that focus on dissociation groups?

<p>Behavioral changes beyond product consumption (C)</p> Signup and view all the answers

What defines a reference group with informative influence?

<p>The search for reliable information and knowledge from the group. (A)</p> Signup and view all the answers

What is a key characteristic of reference groups with utilitarian influence?

<p>They motivate compliance through the potential for group rewards. (B)</p> Signup and view all the answers

How do aspiration groups impact consumer behavior?

<p>They encourage purchases beyond one's means to gain acceptance. (B)</p> Signup and view all the answers

What is the relationship between self-image and reference groups with influence on values?

<p>Adopting group behaviors can lead to a higher self-esteem as perceived by others. (D)</p> Signup and view all the answers

What can lead to a harmful consumption pattern according to the influence of aspiration groups?

<p>Overspending in an attempt to achieve acceptance from an ideal group. (B)</p> Signup and view all the answers

What distinguishes aspiration groups from other reference groups?

<p>Aspiration groups consist of individuals who are seen as role models. (B)</p> Signup and view all the answers

Which statement best represents the behavior associated with groups that have an influence on values?

<p>People align their behaviors to foster a positive self-view according to group standards. (D)</p> Signup and view all the answers

What behavior might a consumer exhibit when influenced by an aspiration group?

<p>Investing in luxury items to create the appearance of belonging. (B)</p> Signup and view all the answers

What plays a critical role in determining an individual's social class perception besides purchasing power?

<p>Group belonging and peer comparison (B)</p> Signup and view all the answers

Which factor significantly affects the influence of reference groups on consumer behavior?

<p>The credibility of the commercial information (D)</p> Signup and view all the answers

How does experience influence the consumer decision-making process?

<p>It creates a feedback loop that simplifies future choices (B)</p> Signup and view all the answers

Individuals with lower self-esteem are more likely to seek what when making purchasing decisions?

<p>Approval and endorsement from trusted referents (B)</p> Signup and view all the answers

What is a common consequence of consumers perceiving a high risk associated with a purchase?

<p>Seeking confirmation from trusted referents (D)</p> Signup and view all the answers

What primarily influences the credibility of commercial information?

<p>Consumers' perception of the information being biased (B)</p> Signup and view all the answers

Which of the following is NOT a social factor that influences reference groups' impact on consumers?

<p>Personal experiences with products (B)</p> Signup and view all the answers

Which of the following best reflects the complexity of defining a consumer's social class?

<p>It incorporates both economic factors and interpersonal comparisons (B)</p> Signup and view all the answers

What role do reference groups play in shaping an individual's behavior?

<p>They serve as initial models for values and preferences. (B)</p> Signup and view all the answers

Which of the following best describes negative reference groups?

<p>Models that demonstrate what not to do. (C)</p> Signup and view all the answers

In what ways can reference groups be identified?

<p>They can be real, fictitious, or symbolic figures. (D)</p> Signup and view all the answers

How do individuals typically utilize the information from preference relationships?

<p>To gather reliability from expert sources for informed decisions. (B)</p> Signup and view all the answers

What is a characteristic that distinguishes reference groups from other types of groups?

<p>They specifically serve as models for shaping behaviors and attitudes. (D)</p> Signup and view all the answers

Which of the following statements about the influence of reference groups is incorrect?

<p>They only impact young individuals in their formative years. (D)</p> Signup and view all the answers

What is often a source of experience for consumers when making purchases?

<p>The advice of friends and family with prior experience. (D)</p> Signup and view all the answers

Which of the following is NOT a potential characteristic of reference groups?

<p>Only includes individuals from the same socioeconomic status. (C)</p> Signup and view all the answers

Flashcards

Reference Group

A group that an individual uses as a model or pattern for their values, attitudes, opinions, tastes, preferences, and behavior.

Negative Reference Group

A group that an individual uses as a model for what NOT to do.

Reference Group Influence

The influence of reference groups on consumer behavior, leading to product choices based on what the group values or rejects.

Expert Reference Groups

Groups that provide expert information and reliability about a product.

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Personal Reference Groups

Groups that provide personal experiences and opinions about a product.

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Reference Group Information Gathering

The process of using reference groups to gather information about a product before making a purchase.

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Social Dimension of Products

The process of using reference groups to understand the social aspects of a product.

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Social Structure and Products

The way individuals use reference groups to navigate their place within a social structure.

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Reference group with informative influence

A reference group that influences individuals because they believe it provides reliable and relevant information.

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Reference group with utilitarian influence

A reference group that influences individuals because of the desire for acceptance or to avoid rejection.

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Aspiration group

A reference group that influences individuals because they aspire to be like the group members.

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What is the primary reason individuals use reference groups with informative influence?

Individuals rely on the group for information, advice, and guidance in making purchase decisions.

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What is the primary reason individuals use reference groups with utilitarian influence?

Individuals conform to the group's expectations to gain acceptance or avoid negative consequences.

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What is the primary reason individuals use reference groups with value influence?

Individuals desire to improve their self-image by adopting the group's values and behaviors.

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What is the harmful pattern of consumption related to aspiration groups?

The pressure to purchase products or services to fit in with a group, even if it exceeds personal financial capabilities.

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What is the main consequence of purchasing above your financial capabilities?

This pattern can lead to dissatisfaction because the purchase was driven by the wrong motivation.

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Types of Influence of Reference Groups

The influence can change how you buy things, what you buy, and how you act when buying.

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Dissociation Groups

Groups you DON'T want to be associated with. You might avoid buying products associated with them.

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Class and Social Status

Your position in society based on factors like income, education, and occupation. It can influence your buying choices.

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Factors of Influence of Reference Groups

Factors like how popular a product is, how much people like it, and how much they talk about it.

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Consumer Behavior and Social Groups

Understanding how social groups and consumer behaviors are connected.

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Consumer Behavior

The study of how people buy and use products, taking into account their social context and group influences.

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Product Consumption

When people use the products or services of their aspiration groups to try and resemble them.

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Celebrities in Marketing

Celebrities are often used in advertising to endorse products and attract consumers.

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Celebrity Influence

Celebrities can influence consumers based on their perceived expertise, trustworthiness, attractiveness, or popularity.

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Sports Marketing and Celebrities

Sports marketing uses celebrity endorsements to promote products and services, due to their high-profile nature.

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Global Celebrity Ambassadorship

Large companies use celebrity ambassadors to connect with specific target audiences in different regions.

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Social Groups and Influence

People are influenced by a wide range of social groups and how they perceive themselves within them.

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Social class and market behavior

Social class is a significant factor in understanding consumer behavior, providing valuable insights into market trends.

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Social class: Beyond purchasing power

It's hard to define social class based on purchasing power alone, as factors like group affiliation and social comparison play a role.

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Social comparison: Peers as benchmarks

When evaluating their social standing, individuals often compare themselves to their peers, like co-workers or neighbors.

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Media's influence on social perception

Media portrayals of the upper class can influence how individuals perceive their own social status.

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Middle class: A common perception

Individuals often identify as middle class when comparing themselves to those in their immediate environment.

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Experience as learning

Past experiences with products and services create learning that shapes future purchasing decisions.

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Credibility of commercial information

Consumers often perceive commercial information as biased and lack credibility, making it less influential.

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Dissociation Group Marketing

Using an undesirable group to discourage certain behavior. This involves showing the negative consequences of associating with that group.

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Membership Group

Using people who share similar traits, interests, or behaviors to influence a target audience.

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Social Status

The perceived importance or standing of an individual within society. It shapes their lifestyle, choices, and consumption patterns.

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Social Class

A group of people who share a certain social status, often characterized by similar lifestyles, values, aspirations, and spending habits.

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Social Class Marketing

The practice of marketing strategies that target a specific social class or status group, catering to their unique needs and aspirations.

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Social Typology

A type of social segmentation that categorizes consumers based on their social status, lifestyle, and consumption patterns.

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Study Notes

Consumer Behaviour - Client Typology

  • Client typology is a core element for effective customer segmentation.
  • Current marketing strategies often fail to identify key characteristics of various customer types.
  • This presentation highlights the need to understand different client typologies, especially in sports marketing.

Index for Consumer Behaviour - Client Typology

  • The subject matter includes detailed learning objectives, such as understanding client typology and introduction.
  • Key topics within client typology cover reference groups, including aspirations, dissociations, and types of influence.
  • Class and social status are also essential elements in client typology.
  • These diverse topics are discussed in the context of a 4.0 marketing environment.
  • The conclusion and relevant bibliographic references are included.

Key Concepts and Influences on Consumer Behaviour

  • Consumer behaviour is deeply influenced by social groups, including individuals' need to belong and be accepted.
  • The presentation emphasizes how people readily modify behaviour to gain group acceptance and social standing.
  • The acquisition of products often has a strong social component; it helps individuals establish belonging and social standing within a group.

Reference Groups

  • Individuals form relationships with various social groups, some more significant than others.
  • Reference groups act as models or patterns, influencing values, attitudes, tastes, and behaviour of individuals.
  • Reference groups can be real or imaginary people or groups.
  • Reference groups shape and determine group membership and social standing.

Types of Reference Groups

  • Reference groups have different types of influence on consumer behavior.
    • Informative influence: Individuals look to groups for reliable or relevant information to make informed purchase choices.
    • Utilitarian influence: Individuals want to gain rewards (like acceptance or status) or avoid punishments (like rejection).
    • Value-expressive influence: Individuals seek to improve their self-image by aligning their behaviour with that of reference groups.

Aspiration Groups

  • Consumers form aspiration groups to improve their self, social and economic standing in life.
  • Consumers identify with groups they don't currently belong to, but want to be part of.
  • Aspiration groups profoundly influence consumer behaviour.

Dissociation Groups

  • Dissociation groups represent groups an individual actively avoids to avoid group rejection.
  • These groups, or negative reference groups, exert a strong influence on behaviour; acting as models of what not to do.

Class and Social Status

  • Social status heavily influences consumer behavior.
  • Consumers compare themselves with peers to establish their own social standing and purchasing power.
  • Wealth, position, power, prestige are major criteria to evaluate social status.

Product Positioning

  • Companies strategically position products based on consumers' desire for status to build strong market demand.
  • Products are positioned to communicate social identity.
  • Price and other aspects are also adjusted according to the product positioning.

Influence Factors for Reference Groups

  • Consumer behaviour isn't equally affected by all reference groups; various factors play a role.
    • Experience: Previous experience with a product makes repeat purchases easier.
    • Credibility: Consumers are more likely to trust information presented credibility than advertising material.
    • Personality: Self-assured individuals may be less swayed by reference groups than those with lower self-esteem.
    • Risk: Higher-risk products tend to have greater influence from trusted referents.
    • Information: Ease of accessing information impacts the influence of reference groups.

Conclusion and Bibliographic References

  • Successful marketing relies on understanding a deep understanding of consumer behavior, reference groups, and social status.
  • The use of reference groups is evident in numerous marketing strategies, including sports marketing.
  • A valuable source for understanding social class is Coleman (1983).

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Explore the significance of client typology in understanding customer segmentation within consumer behavior, particularly in sports marketing. This quiz covers key aspects such as reference groups, social status, and their impact on marketing strategies. Enhance your knowledge of how different consumer types influence purchasing decisions.

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